The primary advantage of a market organization is that individual salespeople can
develop familiarity with the technical attributes, applications, and most effective selling
methods associated with a single product.
CRM software is best selected for purchase by the Information Technology department
since the “techies” will need to maintain it and better understand the required functions.
Companies can use demographic data to create profiles of current customers and
identify new market opportunities.
Among the marketing mix variables, price is the easiest and quickest to alter, so
sometimes firms overrely on price changes to stimulate additional sales or gain market
share.
Technology companies like Apple use market research to understand product users’
needs and also to understand the competition.
A key advantage of a brand sponsor is that loyalty is transferred from the well-known
sponsor brand to the less-known brand.
Institutional advertising is a particularly smart strategy during the early phases of the
product life cycle (PLC) and AIDA model in that it can enhance feelings of trust in
potential customers.
Research almost always involves secondary data collection.
Countries create regional market zones for mutual economic benefit through reduced
trade barriers and lower tariffs.
Outbound logistics refer to the distribution of products.
The service-profit chain identifies that increases in service through the cultivation of
employees leads to higher customer costs and the potential erosion of profits.
The value proposition relates to the price of a product.
In the long run, the all-you-can-afford approach affords the best opportunity for
marketing success.
Companies in some business cultures based outside the United States seem to have less
pressure to achieve high levels of growth.
Marketing today ____________.
A. Is essentially the same as 20 years ago
B. Is not impacted by the rest of the world
C. Seeks to add value by understanding the past of marketing and change drivers for
the future
D. Is so confusing, no one understands it
E. Is accountable only to shareholders and management
_____________ is the shortening or collapsing of marketing channels due to the
elimination of one or more intermediaries, and is common in the electronic channel.
A. Creating assortments
B. Reducing transactions
C. Transportation and storage functions
D. Facilitating functions
E. Disintermediation
The concept of supply chain management and logistics is considered to be the
____________ of the marketing mix.
A. Product
B. Price
C. Promotion
D. Place
E. Brand
Over the years Maytag has earned a reputation as reliable and durable, so when John
decided to buy a new Maytag washing machine, he was willing to pay more for it. This
is an example of the _____ dimension of brand equity.
A. Brand assets
B. Brand association
C. Brand awareness
D. Brand loyalty
E. Perceived quality
The dashboard for Apple Computers should be able to provide a read of ____________.
A. The computer division’s relationship to the iPhone group
B. The CEO’s efficiency in marketing
C. How future new products will be accepted or rejected by the consumer market
D. How the assets have been growing and how they are likely to progress
E. None of these
Because it is extremely expensive to open a restaurant in Hyde Park, ROB bar is the
only bar that stocks a specific type of beer. This is an example of a(n)
_______________.
A. Just-in-time (JIT) inventory control system
B. Materials requirement planning (MRP)
C. Exclusive dealing
D. Exclusive territory
E. Tying contract
Yum Brands brings together its Taco Bell, Pizza Hut, and KFC brands under one roof in
various locations. This is an example of a(n) ______ type of co-branding.
A. Co-location
B. Multiple company venture
C. Joint venture
D. Internal brand combination
E. Merger
A ________________ has no intermediaries and operates strictly from producer to
end-user consumer or business user.
A. Channel distribution
B. Merchant intermediary
C. Agent intermediary
D. Direct channel
E. Indirect channel
A ____________ appeal centers on benefits an offering can provide to a customer.
A. Fantasy
B. Rational
C. Desire
D. Lifestyle
E. Slice of life
From an AIDA model perspective, ______ seek(s) to gain awareness and initial interest.
A. Competitive advertising
B. Comparative advertising
C. Pioneering advertising
D. Both competitive advertising and comparative advertising
E. Both competitive advertising and pioneering advertising
_________________ is one of the examples of the seven broad categories of
advertising media.
A. Radio
B. Magazines
C. Outdoor
D. Direct mail
E. All of these are media.
The owner of Tiny Tots Baby Food is redesigning the package for her product. She is
trying to select a color that is both comforting and natural as well as a shape that is
distinctive so that her brand is easy to identify and distinguish from it main competitors.
She is focusing on the ______ element of effective packaging.
A. Usage promotion
B. Aesthetic
C. Communication
D. Harmony
E. Protection
____________ is not an input measure.
A. Number of new accounts
B. Number of planned calls
C. Days worked
D. Total number of calls
E. Number of formal proposals developed
The decision to use independent agents or a company sales force is because of
____________.
A. Economic factors
B. Control factors
C. Transaction costs
D. Strategic flexibility
E. All of these
The marketing manager of QRS Children’s Furniture is designing a new label for her
line of highchairs. The two key aspects of the label that she is working on are the
assembly instructions and the simple usage instructions. These are examples of the
________ requirement of labeling.
A. Legislative
B. Marketing
C. Legal
D. Industry
E. Consumer
Scott is a plumbing fixture manufacturer’s salesperson. He sells to wholesalers,
homebuilders, and retailers. His marketing plan calls for going to four trade shows a
year. He recently found out that there would be a new Home Show aimed at consumers
in his territory and he wants to attend. His boss says “Go for it!” The boss is reflecting
which of the following concepts in successful marketing planning?
A. Stay flexible.
B. Utilize input, but don’t become paralyzed by information and analysis.
C. Don’t underestimate the implementation part of the plan.
D. Stay strategic, but also stay on top of the tactical.
E. Give yourself and your people room to fail and try again.
Hazardous materials such as cleaning products, pesticides, and many other items
require 14 different pieces of information be included on the label. This is an example
of the ______ requirements of labeling.
A. Legislative
B. Marketing
C. Legal
D. Industry
E. Consumer
The Apple Newton, the first PDA, is a good example of a product that _______.
A. Was technically inferior to the competition
B. Was priced too low to have a good image in the market
C. Was technically better than competition but still unsuccessful
D. Had great connectivity to other computers
E. All of these
Juan is researching new cars. He would like to buy a car that is both good quality and a
good price. After much consideration, Juan purchases a car from a manufacturer where
the initial price paid is high, but the cars are known to have much lower maintenance
costs. The pricing strategy employed by the dealership where Juan bought his car is
_____________________.
A. Penetration pricing
B. Price skimming
C. Target ROI
D. Competitor-based pricing
E. Value pricing